Reaching audiences through travel vlogs: the perspective of involvement

Xu, Ding, Chen, Tingzhen, Pearce, John, Mohammadi, Zohre, and Pearce, Philip L. (2021) Reaching audiences through travel vlogs: the perspective of involvement. Tourism Management, 86. 104326.

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Abstract

Travel vlogs are popular, but how audiences get involved while watching remains unclear. This study explored audience involvement along with expressions of travel intention. A systematic sampling procedure was developed, filtering 132 ‘highly involving sessions’ from 25 videos in Bilibili, a Chinese video-sharing platform. Qualitative analyses were applied, and the findings were threefold. Firstly, a five-category video content typology was highlighted, including frame aesthetics, video editing, fandom, humour, and tourist experiences. Secondly, bullet comments were deconstructed into six dimensions through examining concepts of ‘audience involvement’. Lastly, to address possible patterns of travel intention linked to the video content types, three propositions were made. This work serves as an exploration of audience involvement in the travel vlog phenomenon, an elaboration of travel intention expression in this context, and a method of assessing tourist-generated videos through bullet comments. Practical implications were discussed.

Item ID: 67811
Item Type: Article (Research - C1)
ISSN: 1879-3193
Keywords: Travel vlog, Tourist-generated video, Audience involvement, Bullet comments, Travel social media
Date Deposited: 08 Jun 2021 01:09
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350601 Consumer behaviour @ 25%
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350804 Tourism marketing @ 25%
47 LANGUAGE, COMMUNICATION AND CULTURE > 4701 Communication and media studies > 470102 Communication technology and digital media studies @ 50%
SEO Codes: 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 50%
22 INFORMATION AND COMMUNICATION SERVICES > 2205 Media services > 220502 Internet, digital and social media @ 50%
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